Sandoz Positions Cholesterol Drug for Success
This was the first of a series of models with Sandoz dealing with the positioning of new products in various therapeutic application markets. The cholesterol-lowering drug was a “me-too” drug entering a very competitive market. The purpose of the model was to investigate a variety of positioning alternatives, mainly focused on pricing and marketing, to determine whether the new drug could become a winner and what it would take. The model was capable of explaining historical prescriptions and marketing data of competitor firms and revealed the importance of product switching, pre-marketing response, and patient compliance.
| Client | a large global pharmaceutical company (Sandoz, now Novartis) |
|---|---|
| Author/Consultant | Homer J |
Publication
| Homer J. Why We Iterate: Scientific Modeling in Theory and Practice. System Dynamics Review, 12(1): 1-19, 1996. |
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The World Bank Uses System Dynamics to Identify Root Causes of Poverty EXECUTIVE Summary Madagascar has one of the highest poverty rates in the world. In 2022, an astonishingly three out of every four people in Madagascar lived below the poverty line. Poverty has...
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